1. Use search engines effectively. Listing your site on a search engine is a cost-effective way to target your customers—but it’s not automatic. Most search engine home sites have an “Add URL” button to lead you through the process of adding your site to the index. Customize your information for each search engine and strategically use word placement to help make your site a higher priority in key word searches. Log on to www.searchenginewatch.com for more information on how search engines operate.

 

2. Determine your site’s purpose. Your plan to promote your Web site should be based on your customers and how your site is serving them. Are you targeting new customers or existing clients? Is the site informational? Does it build on your marketing programs? Be sure to know your target audience, so the promotion of your site and the site itself accurately fits customer needs and wants.

 

3. Create a site promotion plan based on your goals. Promoting your Web site is an ongoing process—to keep moving forward, you’ll want to set some attainable goals, like a target number of visitors per day. Your goals may change, but putting some in place will lead you and keep your promotional strategies on your to-do list. Keep track of what you’ve done and what strategies work. Make sure content stays current to keep key word searches relevant for potential customers. Another great way to get your customers online—post downloadable PDFs of your marketing materials. Plus, you’ll reduce your printing and postage costs, and save paper.

 

4. Get your name out there! In addition to the option of buying banner advertising (which appears when a person enters specific key words into a search engine), you can also make use of online directories related to the music products industry. Being listed on these resources narrows the scope of your promotion and helps you direct Web users to your site. Another great promotion is to hyperlink your site to other related sites—simply contact the site’s Webmaster with a request to add a link to your page in exchange for linking that site to your page.

 

5. Good, old-fashioned publicity. Word-of-mouth promotion is one of the most effective forms of advertising. Positive experiences and rave reviews are key to piquing the interest of potential customers. Telling your existing clients about your Web site is an important first step. And stick with other basics, like putting your site’s URL on your business card, stationery and phone book listing, as well as publicizing it in your print and radio ads.

 

Be creative— we’re in an exciting industry with customers who respond to unique and interesting ideas. When your promotion drives traffic to a site filled with good content, appealing design and memorable messaging, you can start creating loyal online customers.